This document discusses viral content and how brands can capitalize on it. It defines viral content as any media that suddenly becomes an online sensation. It discusses the role of emotions, social currency, and storytelling in making content go viral. It also analyzes the risk and reward of organic versus manufactured viral content and advertising. Specific viral campaigns like the Dove Real Beauty campaign and a Wendy's tweet are examined as examples. The document concludes that viral content can't be forced and that brands should capitalize on existing trends and create genuine dialogues.